MARKETING STRATEGY VARIABLES AND SERVICE QUALITY PERFORMANCE IN NIGERIA TELECOMMUNICATION INDUSTRY

ISHOLA JAMES ARANSIOLA, AREMU MUKAILA AYANDA, ADEDOYIN ISAAC SALAMI

Abstract


Nigeria Telecommunication sector witnessed a positive change with the liberalization of the sector in 2011 which brought into the market some GSM operators. This sector witnessed several challenges due to dynamism of the sector and unpredictable competitive environment such as
vandalization, Multiple taxes, and power failure. The relevance of the operators in the momentdepends largely on their ability to meet and satisfy the needs of the consumers. It is on this background that this work is conceived and desired to investigate marketing strategies that helps to
improve the performance of this sector through the introduction of GSM means of communication. The methodology employed entailed the choice of the two leading GSM operators, MTN and GLO, and information collected through structured questionnaires and personal interview. The method
of data analysis included the use of graphs, tables, mean and analysis of variance (Anova) and regression analysis as descriptive and inferential statistical tools. The findings revealed eight marketing variables of frontline services, service care, price, promotion, distribution / location, operating staff, support services and operating equipment. Stepwise regression analysis of the eight factors revealed that four of the attributes which contributed the most to the quality service of GSM operators are distribution/location with R2 of 0.0455 operating staff with R2 of 0.615,
operating equipment with R2 of 0.714 and price with R2 of 0.809. The study recommends that the eight dimensions that lead to quality performance should be monitored and encouraged and well funded. Also, special attention should be given to the four marketing variables indentified to have contributed most to quality of service in telecommunication industry.

Keywords


Marketing Strategy, Performance, Telecommunication, Global System for Mobile Communication (GSM), Liberalization.

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International Journal of Management Science Research ISSN ISSN 2536 – 605X(Print)

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